CarGurus Psychographic profile
On average, in-market auto shoppers, which are the primary target of CarGurus, visit 12 automotive sites and spend 13 hours online before making an actual purchase. They rely more on auto shopping sites than on dealer and brand sites. Auto shoppers generally have an on-the-go lifestyle as can be seen from their top hobbies of visiting resorts and spas, watching live professional sports, and going to movies.
MEDIA CONSUMPTION HABITS
- Seventy-four percent of auto shoppers "research and compare exhaustively" to make informed decisions.
- Of these auto shoppers, 37% read expert reviews of cars, 46% read consumer reviews of cars, and 30% read consumer reviews of dealerships.
- Auto shoppers rely mostly on auto shopping sites "regardless of how close to purchasing" they are.
- Three to four weeks prior purchase, auto shoppers visit auto shopping sites 3.1 times, auto information sites 2.1 times, dealer sites 2.0 times, and brand sites 1.7 times.
- Two to three weeks prior purchase, auto shoppers visit auto shopping sites 4.6 times, auto information sites 2.1 times, dealer sites 1.3 times, and brand sites 1.5 times.
- One to two weeks prior purchase, auto shoppers visit auto shopping sites 3.2 times, auto information sites 1.5 times, dealer sites 1.5 times, and brand sites 1.5 times.
- Less than a week prior purchase, auto shoppers visit auto shopping sites 4.5 times, auto information sites 2.5 times, dealer sites 2.3 times, and brand sites 1.6 times. Compared to users of other auto shopping sites, users of CarGurus are 1.4 times more inclined to be "within a week of purchase."
- Users of CarGurus are more engaged than users of other auto shopping sites. Compared to users of other auto shopping sites, users of CarGurus are 29% more inclined to view images of specific cars, 31% more inclined to examine vehicle listings, 79% more inclined to "save a car for later," 24% more inclined to "read consumer reviews of dealerships," and 77% more inclined to register for alerts.
- Compared to users of other auto shopping sites, users of CarGurus are 23% more inclined to use the site to help them decide where to buy. Also, they are 20% more inclined to utilize the site for narrowing options.
- Prior purchase, auto shoppers visit 12 automotive sites and spend 13 hours online on average. The whole shopping process involves around 900 digital interactions.
- Users of CarGurus spend an average of 23 minutes on the site per visit.
- Auto shoppers, surprisingly, visit social networks Reddit, Instagram, Snapchat, and LinkedIn more than Facebook and Twitter.
- Auto shoppers enjoy watching television shows that offer humor and distraction.
LIKES AND DISLIKES
- Auto shoppers like vehicles that are reliable, budget-friendly, and safe, and have a good driving feel, a recognizable brand name, and reasonable fuel and maintenance costs. Their most important considerations when choosing vehicles are as follows: reliability (53%), budget (52%), driving feel (33%), fuel and maintenance costs (27%), brand name (25%), and safety (23%).
- Auto shoppers like dealers that offer reasonable prices, deals, and financing options, are well-located, and have enough experience and inventory. Their most important considerations when choosing dealers are price (67%), available inventory (36%), odds of a fair deal (32%), location (30%), available financing (24%), and experience (18%).
- CarGurus shoppers dislike "haggling over a vehicle." or buying a used car without any third-party price validation. Sixty-four percent of CarGurus shoppers say they have no interest in haggling, and 80% of CarGurus shoppers say they do not want to purchase a used car without any price validation by a third party.
- Users of CarGurus dislike inaccurate listings and dealers that reply late or do not reply at all.
- Sellers on CarGurus dislike the costs and requirements associated with selling their car.
HOBBIES AND ACTIVITIES
- Car shoppers are generally active as can be seen in their top hobbies or interests. They are very much interested in visiting resorts and spas, watching live professional sports, and going to movies.
- Their daily routines show that they place a premium on gym memberships and athletic accomplishments.
- The top apps car shoppers use reflect an interest in the following app categories: productivity, travel, entertainment, sports, lifestyle, food and beverage, and finance.
- The top activities that car shoppers do online, as far as buying vehicles is concerned, are researching prices (71%), scouring car listings (68%), comparing cars (64%), determining what their existing car is worth (63%), and finding information about dealers (46%).
- There are several possible reasons users of CarGurus are on the lookout for a vehicle, but they all boil down to either desire or necessity. Of auto shoppers, 30% say their vehicle needs to be replaced soon, 24% say they wish to upgrade their vehicle, 22% say their current vehicle is not working, 18% say they want a new vehicle, 15% say they want an additional vehicle, and 13% say they want to give themselves a treat.
- The purchase urgency of these auto shoppers is distributed as follows: extremely urgent (10%), very urgent (15%), somewhat urgent (28%), a little urgent (26%), and not urgent at all (21%).
- Even though nearly half of auto shoppers know the make and model of the car they want at the start of their shopping journey, most auto shoppers change their mind about things, such as the dealership (61%), the vehicle model (55%), the vehicle make (51%), the must-have features (50%), the vehicle type (32%), and the price to pay (32%).
- Before making a purchase, auto shoppers contact an average of 3.1 dealers and visit an average of 2.1 dealers. First contact with dealer is often online or via phone. An in-person visit is often postponed to the very end.
- Auto shoppers prefer contacting dealers via an in-person visit (34%), phone call (28%), email (14%), online form (11%), chat (7%), or text messaging (6%).
- Auto shoppers get financing mostly through the seller or dealer (50%) or through a financial institution (49%).
- Though 62% of auto shoppers are very confident about car shopping, 49% of auto shoppers find car shopping fun, and 46% of auto shoppers enjoy negotiating, 62% of auto shoppers find car shopping stressful.
- The path to purchase of auto shoppers takes about five weeks on average.